Note: All the topics are explained in detail with extra content which may be not in the syllabus/textbook. Use the ppts for extra knowledge/reference.
For studying use the Textbook
Part 3 - PPT
SEO Types
There are number of ways to approach SEO to generate traffic to your website:
- On-page SEO
- Off-page SEO
- Technical SEO
On-page SEO
On-page SEO is the practice of optimizing individual web pages in order to rank higher in organic search and earn more relevant traffic in search engines
On-page refers to both the content and HTML source code of a page that can be optimized.
Content pages are the meat of websites and are almost always the reason visitors come to a site.
Ideal content pages should be very specific to a given topic—usually a product or an object—and be hyper-relevant.
The purpose of the given web page should be directly stated in all of the following areas:
- Title tag
- URL
- Content of page
- Image alt text
- Headlines – Header Tags
How do you keep users on your site longer?
- Use lots of bullets and subheadings.
- When your content is easy to read, people will spend more time on your site. (It also stops them from hitting their “back” button)
- As it turns out, bullets and subheadings make your content MUCH easier to read
Keywords
In terms of search engines, a keyword is any search term entered on Google (or another search engine) that has a results page where websites are listed.
Keywords are ideas and topics that define what your content is about. In terms of SEO, they're the words and phrases that searchers enter into search engines, also called "search queries."
An Ideally Optimized Web Page should do all of the following:
Be hyper-relevant to a specific topic (usually a product or single object)
- Include subject/keywords in title tag
- Include subject/keywords in URL
- Include subject/keywords in image alt text
- Specify subject several times throughout text content
- Provide unique content about a given subject
- Linking
Link back to its category page
Link back to its subcategory page (If applicable)
Link back to its homepage (normally accomplished with an image link showing the website logo on the top left of a page)
Use descriptive alt tags for images (and optimize your image file names)
Example :
<img src=“cute-cat.png” alt=“A picture of a super cute cat.”>
Off-page SEO
- Off-Page SEO refers to all of the activities that you and others do away from your website to raise the ranking of a page with search engines.
- On-page search engine optimization happens within the site, while off-page SEO happens outside the site.
- Common off-page SEO actions include building backlinks, encouraging branded searches, and increasing engagement and shares on social media.
- If you write a guest post for another blog or leave a comment, you’re doing off-page site promotion.
Off-site SEO is about getting attention to your website thanks to outbound activities, unrelated to your page contents. Hence promote your business through videos, blogging, podcasts, infographics etc.
It is extremely important to note that Off-Page SEO accounts for the majority of your ability to rank highly for a particular keyword. Therefore, it is something that should not be overlooked in your online marketing strategy.
Benefits Of Doing Off-page SEO
The benefits of implementing Off page SEO are:
- Increase in your page ranking
- Growth of reach
- Improved online visibility
- Increase your Search engine results page
- Improves conversion rates
Technical SEO
- Technical SEO is the process of ensuring that a website meets the technical requirements of modern search engines with the goal of improved organic rankings.
- Making a website faster, easier to crawl and understandable for search engines are the pillars of technical optimization.
- Technical SEO is a broad and exciting field, covering everything from sitemaps, meta tags, JavaScript indexing, linking, keyword research, and more.
- Technical SEO is part of on-page SEO, which focuses on improving elements on your website to get higher rankings.
1. Speed of loading
Web pages need to load fast.
People are impatient and don’t want to wait for a page to open.
A research shows that 53% of mobile website visitors will leave if a webpage doesn’t open within three seconds.
Google knows slow web pages offer a less than optimal experience. Therefore they prefer web pages that load faster.
So, a slow web page also ends up further down the search results than its faster equivalent, resulting in even less traffic.
2. Ensure your site is mobile-friendly
A ‘responsive’ website design adjusts itself automatically so that it can be navigated and read easily on any device.
Google is clear about the fact that having a responsive site is considered a very significant ranking signal by its algorithms. So it makes sense to ensure that your website is fully responsive and will display in the best format possible for mobile, tablet or desktop users.
3. Fix duplicate content issues.
Duplicate content can either be confusing for users (and indeed search engine algorithms); it can also be used to try to manipulate search rankings or win more traffic.
As a result, search engines aren’t keen on it, and Google and Bing advise webmasters to fix any duplicate content issues they find.
4. Create an XML sitemap.
An XML sitemap is a file that helps search engines to understand your website whilst crawling it – you can think of it as being like a ‘search roadmap’ of sorts, telling search engines exactly where each page is.
It also contains useful information about each page on your site, including
when a page was last modified;
what priority it has on your site;
how frequently it is updated.
5. Add structured data markup to your website.
Structured data markup is code which you add to your website to help search engines better understand the content on it. This data can help search engines index your site more effectively and provide more relevant results.
6. It doesn’t have (many) dead links
We’ve discussed that slow websites are frustrating. What might be even more annoying for visitors than a slow page, is landing on a page that doesn’t exist at all. If a link leads to a non-existing page on your site, people will encounter a 404 error page. There goes your carefully crafted user experience!
What’s more, search engines don’t like to find these error pages either. And, they tend to find even more dead links than visitors encounter because they follow every link they bump into, even if it’s hidden.
Unfortunately, most sites have (at least) some dead links, because a website is a continuous work in progress: people make things and break things.
7. It’s secure (Use of HTTPS - SSL certificate)
A technically optimized website is a secure website. Making your website safe for users to guarantee their privacy is a basic requirement nowadays.
HTTPS makes sure that no-one can intercept the data that’s sent over between the browser and the site. So, for instance, if people log in to your site, their credentials are safe. You’ll need a so-called SSL certificate to implement HTTPS on your site. Google acknowledges the importance of security and therefore made HTTPS a ranking signal: secure websites rank higher than unsafe equivalents.
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